Alright – so today we’ve got the honor of introducing you to Seung Hoon (Nino) Lee. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Seung Hoon (Nino) thanks for taking the time to share your stories and insights with us today. What’s been the most meaningful project you’ve worked on?

One of the most meaningful projects I’ve worked on is definitely Electrik Seoul. This innovative event series merges the dynamic worlds of K-Pop and EDM, creating a unique buzz in Hollywood’s nightlife scene.

Growing up in Korea, then moving to China, and finally to the United States, I had the unique experience of being immersed in different cultures. These experiences taught me how deeply culture influences our identities and our interactions with the world. From an early age, I was fascinated by how music, as a cultural expression, could bring people together. This multicultural background inspired me to create something new—a culture that blends the best of my two worlds: the vibrant, energetic realms of EDM and K-Pop.

Electrik Seoul is the only party of its kind in Los Angeles. As the founder of Electrik Seoul, I saw an opportunity to create an event that not only celebrates these genres but also serves as a cultural bridge. Seeing the surge of K-Pop’s popularity in the US, I wanted to blend this emerging market with the rave experience that we’re known for at Insomniac Events. The idea was to bring something fresh and exciting to the nightlife scene, where fans of both genres could come together and enjoy a unique fusion of music and culture.

On May 2nd, Electrik Seoul had its sold-out launch event at Academy LA, marking the celebration of this unique fusion. The event featured a surprise K-Pop set from Manila Killa and a special appearance by K-Town legend, Dumbfoundead. The success of the first event led to a second installment at Avalon Hollywood on June 13th, 2024, which also sold out weeks in advance, with a surprise guest, Yetep, playing an hour-long K-Pop set.

One of the challenges was creating an event that could appeal to both K-Pop and EDM fans while maintaining the integrity of both genres. We overcame this by carefully curating the music and on-site experiences to ensure a seamless blend of the two cultures. Beyond the music, fans had an opportunity to experience various activities like photo card giveaways, photo booths, karaoke, and spiked boba tea, all of which contributed to the event’s massive success.

Electrik Seoul stands out as the most meaningful project I’ve worked on due to its innovative nature and the successful fusion of two popular music genres. It bridges a significant gap between American and Asian popular music, creating a new trend in nightlife. This project not only showcases my ability as an Event Creative Designer at Insomniac but also highlights the potential for fresh, culturally significant ideas in the music industry. Electrik Seoul’s continued success and its impact on the community make it a project I am incredibly proud of.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Hello, I’m Nino Lee, a Creative Design Manager at Insomniac Events (Club Division) and the founder of Electrik Seoul.

My journey into the industry began in 2018 when I attended my first rave. I immediately fell in love with EDM music and the vibrant, inclusive rave culture. The energy, the music, and the sense of community resonated with me deeply. From that moment, I knew I wanted to be a part of this industry. While in college, I started crafting my own small events and DJing at various gatherings. These experiences not only honed my skills but also solidified my desire to pursue a career in the EDM event industry. I am incredibly grateful that this passion has led me to work with Insomniac Events, a company that shares my enthusiasm for creating unforgettable experiences.

As a Creative Design Manager at Insomniac, I play a key role in managing and executing the creative direction of various event series at our award-winning clubs, including Academy LA, Exchange LA, TIME OC, and NOVA SD. I also lead the event and creative design for our branded shows “Flashback” and “Time Machine.” My work ensures that each event delivers a unique and immersive experience for the fans before, during and after the event.

In the nightlife industry, one of the major challenges is to continuously innovate and provide fresh, engaging experiences that stand out in a crowded market. I solve this by blending different cultural elements and genres, creating events that appeal to a broad audience while maintaining a high level of authenticity. For instance, Electrik Seoul addresses the desire for cultural fusion in music and nightlife, providing a platform where fans of both K-Pop and EDM can come together and enjoy a unique blend of their favorite genres.

I want followers, and fans of Insomniac Events and Electrik Seoul to know that my work is driven by a deep passion for cultural expression and innovation. My goal is to create events that not only entertain but also bring people together, celebrating the diversity and richness of different cultures in a style that has never been done before. I strive to push boundaries and introduce new concepts that make each event a memorable experience.

What’s the most rewarding aspect of being a creative in your experience?

For me, the most rewarding aspect of being an artist and creative is the ability to bring people together and create shared experiences that resonate on a deep emotional level. There’s something incredibly fulfilling about seeing an idea come to life and witnessing the impact it has on others. When I see people enjoying an event I’ve helped create—dancing, smiling, and connecting with each other—I feel a profound sense of accomplishment.

Another rewarding aspect is the cultural impact. Through Electrik Seoul and other events, I get to introduce and merge different musical and cultural elements, creating a bridge between genres like K-Pop and EDM. This not only broadens the audience’s musical horizons but also fosters a sense of unity and appreciation for diverse cultures. It’s incredibly gratifying to know that my work helps people discover new music and cultural experiences they might not have encountered otherwise.

Collaboration is also a huge part of what makes this work rewarding. Working with talented artists, DJs, performers, and a dedicated team allows me to learn and grow continuously. The synergy that comes from collaborating with others who share a passion for creativity is inspiring and pushes me to elevate my work further.

In essence, being able to create, innovate, and connect with others through my work is what makes being an artist and creative so profoundly rewarding. It’s a privilege to be able to do what I love and see the joy and connections it fosters in others.

Is there a particular goal or mission driving your creative journey?

With Electrik Seoul, for example, my goal is to create a space where fans of both K-Pop and EDM can come together, experience their favorite genres in a new light, and connect with others who share their passions. By doing so, I aim to foster a sense of global community, where people from various backgrounds can appreciate and enjoy the richness of diverse musical traditions.

I strive to continuously innovate, bringing fresh ideas and unique concepts to life that captivate and inspire audiences. Whether it’s through immersive visual elements, interactive activities, or groundbreaking musical performances, my aim is to create events that leave a lasting impression and encourage attendees to see the world—and each other—in a new way.

Ultimately, my creative journey is driven by a passion for cultural expression, innovation, and community. I am dedicated to creating experiences that not only entertain but also inspire and connect people, fostering a deeper understanding and appreciation for the diverse world we live in. This mission is what fuels my work and motivates me to continue pushing the boundaries of what is possible in the event industry.

Contact Info:

• Instagram: https://www.instagram.com/niniboi
• Linkedin: https://www.linkedin.com/in/ninolee/
• Other: https://www.insomniac.com